Navigation Links
Anti-smoking ads with strong arguments, not flashy editing, trigger part of brain involving behavior change
Date:4/23/2013

PHILADELPHIA Researchers from the Perelman School of Medicine at the University of Pennsylvania have shown that an area of the brain that initiates behavioral changes had greater activation in smokers who watched anti-smoking ads with strong arguments versus those with weaker ones, and irrespective of flashy elements, like bright and rapidly changing scenes, loud sounds and unexpected scenario twists. Those smokers also had significantly less nicotine metabolites in their urine when tested a month after viewing those ads, the team reports in a new study published online April 23 in the Journal of Neuroscience.

This is the first time research has shown an association between cognition and brain activity in response to content and format in televised ads and behavior.

In a study of 71 non-treatment-seeking smokers recruited from the Philadelphia area, the team, led by Daniel D. Langleben, M.D., a psychiatrist in the Center for Studies of Addiction at Penn Medicine, identified key brain regions engaged in the processing of persuasive communications using fMRI, or functional magnetic resonance imaging. They found that a part of the brain involved in future behavioral changesknown as the dorsomedial prefrontal cortex (dMPFC)had greater activation when smokers watched an anti-smoking ad with a strong argument versus a weak one.

One month after subjects watched the ads, the researchers sampled smokers' urine cotinine levels (metabolite of nicotine) and found that those who watched the strong ads had significantly less cotinine in their urine compared to their baseline versus those who watched weaker ads.

Even ads riddled with attention-grabbing tactics, the research suggests, are not effective at reducing tobacco intake unless their arguments are strong. However, ads with flashy editing and strong arguments, for example, produced better recognition.

"We investigated the two major dimensions of any piece of media, content and format, which are both important here," said Dr. Langleben, who is also an associate professor in the department of Psychiatry. "If you give someone an unconvincing ad, it doesn't matter what format you do on top of that. You can make it sensational. But in terms of effectiveness, content is more important. You're better off adding in more sophisticated editing and other special effects only if it is persuasive."

The paper may enable improved methods of design and evaluation of public health advertising, according to the authors, including first author An-Li Wang, PhD, of the Annenberg Public Policy Center at the University of Pennsylvania. And it could ultimately influence how producers shape the way ads are constructed, and how ad production budgets are allocated, considering special effects are expensive endeavors versus hiring screenwriters.

A 2009 study by Dr. Langleben and colleagues that looked solely at format found people were more likely to remember low-key, anti-smoking messages versus attention-grabbing messages. This was the first research to show that low-key versus attention-grabbing ads stimulated different patterns of activity, particularly in the frontal cortex and temporal cortex. But it did not address content strength or behavioral changes.

This new study is the first longitudinal investigation of the cognitive, behavioral, and neurophysical response to the content and format of televised anti-smoking ads, according to the authors.

"This sets the stage for science-based evaluation and design of persuasive public health advertising," said Dr. Langleben. "An ad is only as strong as its central argument, which matters more than its audiovisual presentation. Future work should consider supplementing focus groups with more technology-heavy assessments, such as brain responses to these ads, in advance of even putting the ad together in its entirety."


'/>"/>

Contact: Steve Graff
stephen.graff@uphs.upenn.edu
215-349-5653
University of Pennsylvania School of Medicine
Source:Eurekalert

Related medicine news :

1. Small neural focus groups predict anti-smoking ad success
2. Anti-Smoking Ads Have Increased Quit Attempts: CDC
3. Anti-Smoking Progress Stalls Among U.S. Adults: Report
4. Genes May Influence Effectiveness of Anti-Smoking Policies
5. Symptomatic behaviour in childhood strongly predicts psychiatric treatment as a young adult
6. Military Marriages Stay Strong in Face of Challenges: Study
7. Does dinner make a strong family, or does a strong family make dinner?
8. Gastroenterology, CGH maintain strong 2011 impact factors
9. Strong communication between brain and muscle requires both having the protein LRP4
10. A stronger doctor-patient relationship for the costliest patients
11. First identification of a strong oral carcinogen in smokeless tobacco
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/3/2016)... IN (PRWEB) , ... May 03, 2016 , ... ... benefits advisory organization, announces Benefits Alliance Insurance Services as the latest addition to ... Southern California-based Firm comprised of Partners Wayne Blasman, David Styles, and Paul Vincent. ...
(Date:5/3/2016)... ... May 03, 2016 , ... For the sixth consecutive year, ... Technology (ICT) companies in the annual Branham300 listing. For 23 years, the Branhan300 ... ranked by revenue. , “We are honored to be on the Branham300 ...
(Date:5/3/2016)... (PRWEB) , ... May 03, 2016 , ... Dr. Poneh ... on cosmetic dental treatments to both new and existing patients. Cosmetic dentistry allows patients ... for patients who have healthy smiles with some minor or more serious cosmetic flaws. ...
(Date:5/3/2016)... , ... May 03, 2016 , ... ... availability of the latest release of DocAve 6 Service Pack (SP) 7, ... organizations migrate to SharePoint 2016 and take advantage of the platform’s latest features ...
(Date:5/3/2016)... , ... May 03, 2016 ... ... of Microsoft secure remote access connectivity solutions, today announced the new SecureAccess ... Microsoft DirectAccess. The new Celestix SecureAccess release will enable organizations to get ...
Breaking Medicine News(10 mins):
(Date:5/3/2016)... -- According to market research "Global Magnetic ... Demand Forecast to 2022 - Industry Insights by Architecture ... High Field, Low to Mid Field, and Ultra High ... Vascular, Breast, Pelvic and Abdomen, Cardiac, and Other)" P&S ... was valued at $5,351.7 million in 2015, and it ...
(Date:5/3/2016)... , May 3, 2016 ... Research Report provides a basic overview of the ... post which the surgical mesh report explores into ... Complete report on Surgical Mesh market ... and 98 tables and figures is available at ...
(Date:5/2/2016)... 2016  Deerfield announced today it led the ... Inc. Graybug Vision is an early stage pharmaceutical ... care for ocular diseases including wet age-related macular ... first developed at Johns Hopkins University and has ... Graybug Vision is developing ophthalmology products ...
Breaking Medicine Technology: